How brands can unravel complex customer journeys

This article explains how two cutting-edge customer journey tools have been developed to broaden brands' understanding of the impacts of the customer journey's various touchpoints.

Customer Journey Marketing

This article is part of a series of articles on marketing along the customer journey. Read more.

The digital age has enabled consumers to make smarter decisions in faster time frames. However, the volume of touchpoints, and their varying degrees of influence, mean we are living in an era of information overload. Combined with the wealth of options available in most categories and the different modes of delivery, is it any wonder that the majority of decisions are made on gut instinct.

Unpicking the facets of a customer's journey therefore forms a critical component of...

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